A screenshot of the video used in the Facebook ad

FreeTheBra breast cancer claims

Claim made by: FreeTheBra
Location: Facebook
Spotted on: 2019-07-30

Underwired bras are one of the leading causes of breast cancer

Update 2019-07-30

Comments: 2

Lucy Goodchild

There are so many comments on the video questioning the claim, but no response from the company. I've posted the request on the ad itself and on their Facebook page. Now let's see what they come up with.

Louise Dunn

Hi Lucy, I complained about these adverts to the Advertising Standards Authority, after my complaints to Facebook went unanswered over a few weeks. Interestingly, this company seems to have a number of names, I saw the one called 'mysafebra'. The manufacturer/ owner is: Meridja Mehdi, based in France.

The ASA responded yesterday:

"We appreciate the concerns raised about this issue and having reviewed these ads we have come to the conclusion these were likely to have breached the Advertising Codes (“the Codes”) that we administer. I should advise however that the Facebook page for this advertiser and the ads in question appear to have subsequently been removed from the site.

Our work concentrates on advertising material itself and where an ad is found, after investigation, to be in breach of the Advertising Code we administer, our primary concern is ensuring it is removed or amended. As the ads have been removed there is little practical action we can take at this point.

Nevertheless, we have explained the concerns raised about these ads to the advertiser and provided guidance to them on the areas that require attention, together with advice on how to ensure that their advertising complies with the Codes. We have also forwarded details of these ads and the objections made about them to Facebook directly. We will continue to monitor public response to ads from this advertiser. If these ads appear again in future please do not hesitate to contact us."

The ASA Ref is: A19-1026722 Meridja Mehdi

Also, the Trustpilot site for this company is full of complaints about it being a scam (product is 'discounted' so no returns and people claim the goods are poor quality): https://uk.trustpilot.com/review/mysafebra.com


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